In a recent webinar hosted by Winsome Marketing, Katie Mouton, Senior Demand Gen Director at BPM, shared practical insights on a critical aspect of marketing: the importance of delivering content that meets the actual needs of the audience. She was joined by a panel from Winsome Marketing, including Senior Executive Consultant Ross Henderson, Head of Content Lauren Keller, and Owner Joy Youell, in an engaging discussion about the true purpose of content in today’s customer-centric landscape.

Katie used a relatable example from her life as a mom to illustrate the gap that often exists between what marketing provides and what the audience really needs.

She shared, “I'm a mom. I have three beautiful children who love to make big messes. And if I'm looking for help with that, and I go, hmm, how do I get my kids to clean their room without arguing? Say, I'm looking for some new groundbreaking strategy on that. And I'm on Google, checking things out. I find this website and I see an ebook, The Reasons Your Child Should Clean Their Room. I am not there. I know why they should clean their room. It's messy and I told you so. Those are the reasons. I'm looking for how to get them to do it.”

Katie’s anecdote serves as a reminder that audiences are often looking for specific solutions to their problems—not just broad information or justification of their needs. Content that focuses only on why something is important, without providing actionable insights or strategies, may miss the mark.

Shifting from "Why" to "How"

Katie’s story highlights a common challenge in content marketing: creating resources that genuinely help people solve their problems. Her situation is one that many can relate to—she needed practical strategies, not a rationale. When an audience searches for help, they often want to know how to achieve a result, not just the benefits of achieving it.

For marketers and educators, this distinction is essential. As Katie put it, “Those are the reasons [I tell my kids]. I'm looking for how to get them to do it. So it’s about giving them the value.” Her insight underlines the need to create content that addresses the audience’s specific “how” questions.

Key Takeaways for Delivering Valuable Content

1. Understand Core Pain Points: Start by identifying what the audience truly needs. In Katie’s case, the issue wasn’t understanding why a clean room is valuable; it was about discovering how to motivate her children to clean.

2. Focus on Actionable Steps: Content that provides practical steps or strategies resonates more because it offers immediate value. When people can walk away with a clear, usable plan, they’re more likely to see your content as valuable.

3. Be Solution-Oriented: Instead of simply explaining the benefits of a behavior or decision, provide readers with tools and techniques to achieve it. For example, a customer looking to improve productivity is typically more interested in specific time-management techniques than in a general discussion of productivity’s benefits.

4. Connect Content to Real-Life Needs: Katie’s story of searching for ways to encourage her children to clean their rooms demonstrates that relatable, solution-oriented content builds trust. Readers feel understood when content addresses their exact concerns, increasing engagement and fostering long-term connections.

Creating Content That Truly Resonates

Katie’s experience highlights that content must go beyond surface-level answers. Audiences want to feel seen and supported in their specific challenges, whether they’re looking for tips on increasing team collaboration or guidance on achieving personal goals. Content that meets these needs by offering detailed, solution-based guidance has a lasting impact.

Aligning Content with Purpose

Real value means going beyond generic information to deliver insights that make a difference. Katie’s example of seeking help with her children’s messy rooms underscores the importance of focusing on the audience’s “how” questions. For marketers and educators alike, this approach is vital for building meaningful connections and positioning your content as a go-to resource. When audiences find actionable advice that meets their needs, they’re far more likely to return for more, deepening the trust and credibility you work to establish.

Watch the full webinar here: